It’s tempting to seek out the easy gigs and the straightforward projects.

But of course, if they’re the easy ones, there’s probably quite a few people eager to do them. So your ability to add unique value goes down.

The alternative is to find and focus on the projects that take insight, guts and a tolerance for risk. The projects that involve significant human connection and effort.

When new technology shows up, some people ask, “how can this make my job easier?”

But what happens if we ask, “how can I use this to do something really hard?”